Role Description YSI is looking for a commercially minded and technically strong Performance Marketing Manager to join our fast-growing and highly innovative team. This is an exciting opportunity to take ownership of paid acquisition across a dynamic digital business operating in a high-growth US market. You'll be building and running the paid channel engine working alongside analytics, creative, product and partnerships to drive efficient, scalable customer acquisition across web and app. We're looking for someone who combines strong performance marketing expertise with technical knowledge. Someone who understands not just how campaigns perform, but how channels connect into the website and app, how tracking and attribution work and how to turn data into actions. In this role, you'll help build and lead a paid acquisition team across multiple performance channels including PPC, paid social, Apple Search Ads, with full accountability for efficiency, quality and growth targets. Paid marketing is evolving fast. AI-powered bidding, automation, machine learning audiences and shifting privacy frameworks are reshaping how the best campaigns are built and measured. We want someone who is excited by that evolution and actively using it to drive better results. As a company that thrives on innovation we want progressive candidates willing to challenge the status quo with new technology or ideas. Areas of Responsibility - Paid Channel Management - Own and optimise paid acquisition campaigns across PPC, paid social, Apple Search Ads and programmatic channels. - Manage campaign budgets, spend pacing and efficiency targets across the channel mix. - Lead forecasting, budget planning and growth modelling for paid acquisition. - Identify and develop new channel opportunities, building the case for test-and-learn expansion. - Manage the US multi-state paid acquisition strategy, applying geo-targeting and localisation to improve performance across markets. - Technical & Tracking - Oversee and maintain end-to-end tracking and measurement frameworks. - Work with analytics and product teams to maintain attribution accuracy. - Diagnose and resolve tracking and platform integration issues independently. - Stay ahead of platform-level measurement changes — including iOS privacy, Consent Mode and evolving attribution frameworks — and adapt strategies accordingly. - Performance Optimisation - Drive continuous improvement across creative, audience, bidding and campaign structure. - Build and maintain a structured testing programme with clear hypotheses, measurement and iteration. - Define quality customer targets and optimise toward them, balancing volume with value. - Leverage AI-powered campaign tools and smart bidding to improve efficiency. - Translate performance data into clear recommendations and present them effectively to stakeholders. - Team & Operations - Manage and develop the performance marketing team, fostering a high-performance, data-driven culture. - Set high operational standards across campaign QA, compliance and account governance. - Coordinate with analytics, creative, product and partnerships teams to run acquisition as an integrated operation. Qualifications - 3+ years of experience in performance marketing with hands-on mastery across paid search, paid social, and programmatic channels. - Technical understanding of modern tracking architecture, including pixel deployment, Conversions API (CAPI), and SDK implementations. - Proven experience managing web and app attribution frameworks, including hands-on familiarity with GA4 and Mobile Measurement Partners (MMPs like AppsFlyer/Adjust). - Advanced knowledge of platform-level privacy shifts (iOS privacy, Consent Mode V2, cookie deprecation) and their impact on measurement. - Proven track record of scaling paid budgets with full accountability for commercial efficiency targets, ideally within a multi-state or heavily regulated landscape. - Experience managing, mentoring, or scaling junior team members or agency partners. - Experience within the gaming industry is highly preferred.

• Plan, manage, and optimize Google Ads (Paid Search) campaigns while supporting paid media initiatives across Meta and LinkedIn. • Own keyword strategy, bidding strategies, and search intent optimization to drive high-quality candidate acquisition. • Test and experiment with emerging advertising platforms such as Reddit, X (Twitter), and TikTok. • Own the complete lifecycle of paid campaigns, including targeting, creative briefing, testing, optimization, reporting, and ongoing improvements. • Partner closely with the Creative and Content teams to develop and continuously improve high-performing ad creatives. • Monitor and optimize performance using KPIs such as CPL, CPA, and ROAS. • Analyze campaign performance and transform data into actionable recommendations. • Stay up to date on platform updates, algorithm changes, advertising trends, and industry best practices. • Continuously A/B test headlines, creatives, landing pages, audiences, and calls-to-action to maximize conversion rates. • Build and maintain performance dashboards and communicate campaign insights to leadership.

• Own the inbound marketing funnel, with a primary focus on SEO and SEM, to drive qualified leads and pipeline growth. • Plan, launch, and optimize paid search (SEM) campaigns, managing budgets, bids, keywords, ad copy, and landing pages to hit cost-per-lead and ROAS targets. • Develop and execute the SEO and GEO strategy, including keyword research, on-page optimization, technical SEO, and content recommendations to grow organic traffic and rankings. • Own website and landing page conversion rate optimization, continuously testing messaging, offers, user journey, and page experiences to improve lead conversion and pipeline generation.  • Support building and managing nurture campaigns, lead scoring, and automated workflows in Marketo to move prospects through the funnel. • Maintain clean lead and campaign data and report on funnel performance in Salesforce, partnering with sales on lead handoff and attribution. • Define, track, and report on funnel KPIs - traffic, conversion rates, MQLs, SQLs, cost per lead, pipeline contribution, and revenue generated, and share insights with stakeholders. • Run a consistent cadence of A/B tests and experiments across channels, landing pages, and messaging to continuously improve conversion. • Collaborate with content and product marketing to align campaigns with the buyer’s journey and our childcare-provider audience.

• Build, launch, and optimize paid advertising campaigns across: Meta Ads (Facebook & Instagram), Google Ads (Search, Shopping, and Performance Max) • Configure campaign structures, audience targeting, creative testing, and campaign settings. • Perform quality assurance (QA) before campaign launches to ensure accuracy and consistency. • Monitor campaign performance and budget pacing on a daily basis. • Identify underperforming campaigns and recommend optimization opportunities. • Execute audience refreshes, bid adjustments, and creative rotations based on performance data. • Ensure campaigns meet performance goals while maintaining efficient budget allocation. • Prepare weekly and bi-weekly performance reports for multiple client accounts. • Analyze key performance metrics and provide actionable insights. • Track campaign performance against KPIs and identify trends that support continuous improvement. • Present data in a clear, organized, and client-friendly format. • Manage multiple advertising accounts simultaneously while maintaining high levels of organization. • Maintain consistent campaign naming conventions and account structures. • Support account audits and onboarding for new clients. • Collaborate closely with senior media buyers and internal teams to execute paid media strategies efficiently.